Cannes Lions
GIOVANNI+DRAFTFCB, Rio De Janeiro / ABRINQ FOUNDATION / 2010
Overview
Entries
Credits
Execution
Inside the Goodwill Vending Machine, there was a special shelf simulating a street where cards of small children were displayed. People are asked to donate R$1, R$2 or R$5 in order to help Abrinq Foundation take homeless kids off the streets. After depositing the money in the machine one of the cards would drop so people could literally get one child off the streets. At the back of the card a message thanks for the contribution and explains a little bit about Abrinq Foundation giving its website for other donations.
Outcome
- Within a week, the Goodwill Vending Machines had raised more than had been forecast for 30 days; - 11.2 % of people that bought books make donations,a much greater return rate than the last directing mailing campaign (0.8%);- Dozens of counties have shown interest in installing Goodwill Vending Machines in their towns;- And the Abrinq Foundation had become a talking point in Brazil and the world;- All of this increased visits to the website by 16%, and increased fund-raising through this channel by 7%.
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